Online Advertising

3 tips to improve your quality score on Google AdWords

4 December 2018 Eugénie Delhaye

The Google AdWords Quality Score ranges from 1 to 10, and is used to grade the overall quality of the keywords, ads and landing pages of a PPC campaign. With a high Quality Score, ads are more likely to get excellent positioning on Google and will benefit from cheaper pay-per-click pricing.

It is therefore essential to seek to improve the quality of your ad campaigns and to optimize the three most important factors: keyword relevance, landing pages and expected click-through rate.

Keyword relevance

If a person searches for “Montreal restaurant” and your ad says “Toronto restaurant,” the quality level of your keyword will be particularly weak because your ad is not at all related to the keyword. This is why Google makes sure to rate the keywords used on PPC campaigns.

Therefore, it’s important to take a look at several aspects regarding your Google AdWords keywords and their relevancy:

  • Sort your keywords into specific ad groups. Group together keywords such as ” Montreal restaurant”, “restaurant in Montreal”, “best restaurant in Montreal”.
  • Add the keyword in the title of your ad so it’s relevancy is clear, don’t do this only for the search engine but also for Internet users, as your ad should respond to the initial search. If your keyword is “restaurant in Montreal”, the title of your ad should be something like: “Excellent restaurant in Montreal”
  • Add the keyword in the ad’s display URL as well. If your keyword is “restaurant in Montreal”, the display URL could be presented as “”

Landing page quality

The quality of the landing page is another critical factor affecting the Quality Score of Google AdWords campaigns. In effect, if your keyword is “winter tires Montreal” but your landing page corresponds to a page about oil changing services, your landing page will not be deemed relevant to Internet users. Thus, it is strongly recommended to always choose the right landing page for your ads and keywords.

Additionally, if a promotion is mentioned on your ad, it is important that users find the same promotion on the landing page.

Several aspects must be looked at in terms of your landing page for Google’s Quality Score:

  • The keywords must appear on the landing page.
  • Title tags must be filled in based on AdWords campaign keywords.
  • The landing page must match your ads.
  • The bounce rate must be low to show that Internet users stay on your page because it has met their expectations.

Finally, make sure that your landing page loads quickly. The longer the loading time, the higher the bounce rate will be, negatively impacting your Google AdWords Quality Score.

Expected click-through rate

Much like keywords, click-through rate (CTR) also influences your Quality Score. The expected click-through rate is the number of clicks that Google believes you can obtain for your various ads. It is possible to improve your CTR in several ways.

Use ad extensions

There are currently 10 ad extensions on Google AdWords:

  • Sitelinks
  • Location
  • Call
  • App
  • Review
  • Callout
  • Structured snippet
  • Automated extensions
  • SMS extensions
  • Price extensions

Call, sitelinks, and review extensions can increase the click-through rate of ads. According to a research by Hayley Countinho, a PPC expert for Receptional Ltd., review extensions can increase the click-through rate by up to 66%. Indeed, being able to read reviews can help users trust the advertiser.

Ad extensions allow you to provide additional ad information, at no additional cost. They also let you lengthen the space taken up by ads on Google.

Create a sense of urgency

If your company offers promotions, feel free to create a sense of urgency and set up an automatic countdown on text ads. For example, if your promotions end on a specific date, the ad on Google AdWords will be adjusted on a day-to-day basis as follows: “Only 3 more days of sales! “

Add a call to action

Let users know the next steps to follow by including a clear call to action on your ads, such as “contact us” or “shop today”. These calls to action can encourage users to click on your ads to learn more about your products or services.


The tips listed above will help you improve the Quality Score of your Google AdWords account and optimize your ad campaign to generate more relevant clicks at a more favourable pay-per-click price.

Do not hesitate to contact us at 514-572-7758 or via our contact form if you wish to speak to an advisor who will answer all your questions.

Eugénie Delhaye
Cofondatrice et Spécialiste Marketing Internet et Référencement Naturel (SEO) Ma maîtrise des techniques de référencement, combinée à une analyse minutieuse des tendances du marché, me permet de créer des stratégies SEO sur mesure, efficaces et durables.
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